Public Relations (PR) in India is transforming various sectors, from effective and authentic storytelling, and raising awareness to setting new trends. However, in today’s rapidly changing digital landscape, some PR stunts have devolved into cheap publicity, exemplified by the phrase “Aapada se Avsar.” Recently, we have witnessed instances where, in the pursuit of virality, well-known brands and personalities have trivialized crisis as an opportunity. These viral posts have drawn considerable backlash, tarnishing the image and credibility of the PR industry. Amid the rising cases of virality and creating aapda to get the avsar, the need for responsible and strategic public relations has never been more crucial. Maintaining ethical standards and fostering trust with audiences is paramount for responsible PR. Through thoughtful messaging and agile responses, responsible PR can mitigate negative fallout and build a stronger reputation and community engagement in the long run.
Public Relations: Shock First, Apologize Later?
Most of the PR is choosing virality over responsibility these days, and some recent viral posts and critics have raised eyebrows and questions about tastefulness. Raising awareness while mocking death to calling a mass layoff as a strategy to address workplace stress, these kinds of activities have become common these days. This trend of employing provocative strategies, often characterized as “shock first, apologize later,” appears to be accelerating, leading many to wonder about the implications of such tactics for brand reputation and audience trust. There is a need to relax and think about the ethics of a responsible PR.
Ditch the Gimmicks For Genuine Critics
PR experts suggest that employing shock-value tactics in marketing can backfire, potentially driving consumers away instead of encouraging their engagement. Such dramatic stunts often devalue the integrity of a brand, leading to diminished trust and loyalty. For well-established brands, the pitfalls of relying on these gimmicks can be risky as they can be counterproductive in building a lasting relationship with consumers. Therefore, these brands should use strategic PR campaigns and innovative storytelling to maintain their reputation and cultivate deeper along more meaningful interactions with their audience.
Why Responsible PR?
Virality has led many reputable brands and new-age startups to engage in cheap publicity stunts. However, these stunts cannot replace the authenticity and prominence of responsible public relations (PR), which avoids audience backlash while promoting awareness. Before launching a campaign one should understand what is a PR campaign and how impactful it is. PR campaigns contribute immensely to reshaping public perceptions and help in building positive relationships between consumers and brands/organizations/investors or the general audience. To build a brand identity and reputation in the industry, it is very important to follow the mantra of PR with responsibility. Let’s delve into a few examples of responsible PR that sensationalized the internet with its innovative approach to raising awareness!
Ice Bucket Challenge
One of history’s most successful viral campaigns, “The Ice Bucket Challenge”, also known as the ALS Ice Bucket Challenge took social media by storm with its virality. However, this virality was not because of some cheap publicity stunt. The summer of 2014, witnessed celebrities and prominent personalities including Mark Zuckerberg, Oprah Winfrey, and Bill Gates doing the ice bucket challenge. The campaign was aimed to raise awareness and funds for Amyotrophic Lateral Sclerosis (ALS), a progressive disease that impacts the nerve cells in the brain and spinal cord. The campaign received widespread acclaim for its authenticity and efficacy, successfully awakening the masses and financial support for the ALS Association. According to reports from the ALS Association, this campaign raised over $115 million in the United States alone, a significant jump from the $2.8 million gathered during the same timeframe the year prior. These contributions were allocated to aid research and provide care for individuals living with ALS, while also educating the public about the condition.
Run for the Planet
Nike launched this initiative to promote its new line of eco-friendly athletic wear reinforcing its commitment to sustainability. The campaign featured a blend of social media activism, influencer partnerships, and engaging content that showcased athletes participating in eco-conscious events and challenges. This approach significantly boosted brand visibility, strengthened Nike’s sustainability credentials, and engaged a younger, environmentally conscious audience. The compelling visuals and strong call to action drove both awareness and sales, leading to positive responses from the audience rather than negative reactions.
Ice Bucket Challenge serves as an exemplary case of how the powerful influence of social media and the right campaign, people can effectively raise awareness and financial support for important causes. Likewise, Nike’s campaign illustrates the potential of responsible PR to make a positive societal impact by disseminating significant narratives that align with the brand’s core values as well as talking about something meaningful. Both examples highlight the importance of leveraging innovative approaches and responsible PR to engage audiences and drive change.
